"The internet has only changed how we shop. Why we shop hasn't changed. We still have the same motivators. Keeping this in mind, I went for a walk, studying the branding of each retailer on my street. Half had no definable branding, and you couldn't tell what they were selling by looking at their storefront. A brand appeals to a target audience, local or otherwise. But there was one brick-and-mortar store with great signage out front, a dazzling display in their entryway, and someone greeting passersby, enticing them inside with free promotional samples. They were generating foot traffic resulting in conversions. It's all about creating engagement with your brand and identifying opportunities when the conditions are right."